MMM (Marketing Mix Modeling)

Category: Analytics

A top-down statistical model that estimates each channel's contribution to sales using historical time-series data.

MMM predates click-based attribution and is enjoying a renaissance as privacy changes break user-level tracking. Models regress weekly sales against spend by channel while controlling for seasonality, price, distribution, and macro factors. Bayesian MMM tools like Meta's Robyn and Google's Meridian have made it accessible to teams under $5M spend.

See also: attribution, incrementality, holdout